MIXX Canada – Direct

We’re entering an era of hyper-accessibility where consumers have ultimate control over their experiences and brands are on a quest to develop relationships based on the new rules of transparency, authenticity and value. In September 2019, IAB Canada explores the implications of the direct (gig) economy; what needs to be true, the tools required and the implications for advertising and of course, the tremendous amount of data processing required to win in this new paradigm. MIXX Direct will delve into new eco-systems and learn what it takes to build a brand in the 21st century.


Time                   Agenda Items

8:15am – 9:00am Registration + Breakfast

9:00am – 9:15am Welcome & Introduction

Sonia Carreno, President, IAB Canada
Erica Ehm,Founder, Ehm & Co.

9:15am – 9:55am Building Your Innovation Biome

Kumar Mehta, Ph.D., Author, The Innovation Biome

10:00am – 10:45am Spilling the Ink and Leaving a Mark: A DTC brand story – Fireside Chat

Katherine Scarrow, General Manager, Globe Content Studio
Tyler Handley, Co-Founder & CEO Inkbox
Mike Maleszyk, VP Growth and Marketing, smile.io

10:45am – 11:05am BREAK

11:05am – 11:35pm Future Proofing Your Business: Why Digital is the Way to Win in Canada

Justin Pang, Head of Partnerships, Google
Jennifer Lee, Partner, Deloitte

11:35am – 12:05pm Storytelling Unleashed – Leveraging the Platform Economy in a Direct World

Chris Stefanyk, Head of Brand Partnerships, Wattpad

As technology has evolved, people have found new ways to share their perspectives and connect over their personal stories. Wattpad, a social network of readers and writers with over 80 million users, has led the charge in democratizing content creation and has enabled anyone to share their story and build an audience. Learn how diverse storytellers are finding their voice online and disrupting entertainment through bypassing traditional paths to being discovered. We’ll also share how leveraging data technology has shed light on the content that is resonating with the platform’s largely Gen Z audience.

12:05am – 1:15pm LUNCH

1:15pm – 1:45pm From Dreams to Decisions – Fireside Chat

Erin Elofson, Country Manager, Canada, Pinterest
Aila Morin, Director of Brand Marketing, Mejuri

We spend a lot of time in DTC at the bottom of the funnel—focused on the conversion, the purchase, the measurable end point. In this session, Pinterest and Mejuri sit down and discuss driving results by driving decisions and the magic it takes to get there!

1:45pm – 2:15pm The Future is Individual

Andrea Cook, President, FCB/SIX

We’re facing a new reality where brands will live or die based on their ability to connect one to one.  Data and Analytics agency of the year, FCB/SIX unpacks what real data-led creativity is and strategies to build truly individualized brand experiences.

2:15pm – 2:30pm Flying Solo – Navigating Content Disintermediation in Digital Advertising

Catherine Bate, Chief Legal & Policy Officer, Advertising Standards Canada

As brands look to connect one-on-one with consumers, to whom do the traditional ‘gatekeeper’ responsibilities fall? Without an intermediary, who has an eye on the potential roadblocks to keep content on the straight and narrow of your desired marketing path? As a brand, are you taking calculated risk, or accidentally stumbling into unforeseen obstacles? Learn from real-life example of advertising that did not go as planned, and leave with practical tips to help successfully navigate the pitfalls.

2:30pm – 2:35pm NABS Update

Jay Bertram, Executive Director, NABS

2:35pm – 2:55pm BREAK

3:00pm – 3:30pm AR(e) You Paying Attention

Simon Jenkins, Creative Strategist, International Performance Lead, SNAP Inc.

Increasingly, we’re told consumers’ time and attention are diminishing commodities. Against this background, AR has emerged as a high attention and high intent space, where high-craft experiences are changing the way brands tell stories and drive performance on mobile. During this session we’ll explore AR as a new and vital tool for high-craft brand experiences – that millions of people actively choose to take part in.

3:30pm – 4:15pm Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short Term-World

Mark Miller, Chief Strategy Officer, Team One, & Founder, The Legacy Lab.

4:15pm – 4:25pm Closing Remarks

Erica Ehm,Founder, Ehm & Co.

4:25pm – 6:00pm Cocktails + Networking

Thank you to our Sponsors



                                           Registration                                                           Student


Media Partner

For all sponsorship inquiries please contact Taylor Kormann, tkormann@iabcanada.com